The social media strategy proposal recommends that Dow Corning create profiles on Facebook, Twitter, and blogs to spread awareness of their silicone products and services. The goals are to engage consumers and businesses, improve social media traffic, and become the top search result. Success will be measured by tracking social media mentions, growing Facebook fans, and analyzing website traffic. The budget is $5,000 over 12 weeks to pay two employees 20 hours each week to develop and maintain the social media profiles and monitor their impact.
2. Business
• Dow Corning specializes in silicone, silicone-based technology
and innovation, offering more than 7,000 products and services
including adhesives, insulating materials and lubricants for
aerospace, automotive, electrical and many other industries
• The company offers its products to industries such as agriculture,
cosmetics (toiletries), office equipment, architecture, electrical,
oil and gas, art/art foundry, electronics, photonics, automotive,
energy, polyurethane, aviation and aerospace, fashion and
clothing, pressure sensitive, beauty and personal care, food and
beverage, pulp and paper, chemical manufacturing, healthcare
(medical), textiles and leather, coatings, household and
transportation.
3. Challenges
• Competitors: Bairnco Corporation, Clairant AG, Degussa AG and Formosa
Plastics Corporation
• Convincing people silicone can be used to their advantage and improve the
world
• Silicone is all around us and we need to use the best products
Goals
• Spread the word of Dow Corning to consumers and businesses
• Improve social media traffic to sites such as Facebook and Twitter and create a
blog to track progress and keep consumers up to date
• Be number one in all search engine searches
4. Social Media
Facebook
• Create a Facebook page
• Consumers can “become a fan” of your page
Twitter
• Update Twitter more often
• Follow others so they will follow you
• Posts links referring back to Dow Corning on Twitter to
boost SEO
• Use sites such as Hootsuite to track what consumers are
“Twittering” about brand
5. Blogging
• Create a blog to write about
new products and services
• Allows other to follow you more
in depth than Twitter and can
keep in better contact with
consumers
• Can posts pictures
• Posts links on blog referring
back to Dow Corning
6. Search Engine Optimization
• By using Facebook, Twitter, LinkedIn, Hootsuite,
Blogger, and other social media sites, will increase
the likelihood of Dow Corning appearing first in
many searches on sites such as Google, Yahoo,
MSN and Bing.
• The goal is to get other key words to be associated
with your brand such as “silicone”, “silicone
technology”, and “green companies”
7. Google Analytics
• Google Analytics wants you to attract more of the
traffic you are looking for, and help you turn more
visitors into customers
• It’s free!
• Use Google Analytics to learn which online
marketing initiatives are cost effective and see how
visitors actually interact with your site
• Make informed site design improvements, drive
targeted traffic, and increase your conversions and
profits
8. Evaluation of Success
• Success will be measured by:
– Using sites such as Hootsuite to track what
people say on Twitter
– Seeing how many “fans” there are on Facebook
– Using Google Analytics
9. $$$
Budget
• $5,000
– Most of the cost will come from labor – people
working to create the sites and monitoring them
– Very cost effective
– Can create great success!
10. Time Line
• 12 week campaign
• $10 an hour per person
• 2 people working on campaign
• Approx. 20 hours a week
$5,000
No seasonality, campaign will be constant
